Over and over again study participants noted that these technologies are new, and were mostly unheard of only five years ago.
Our pool of interviewees also noted that foundations don’t have the same economic imperatives to force adaptation that for-profit or nonprofit organizations do. A foundation’s ultimate success is not dependent upon e-commerce sales or click through rates, the way most Web-based businesses are. However, because foundations are uniquely insulated from more conventional economic imperatives (the ups and downs of the stock market notwithstanding), they enjoy the luxury of being able to innovate, experiment and explore in a way few other institutions can.
And many study participants believe that using new technologies to communicate those innovative efforts is one of the ways that foundations can build public will around their programmatic priorities. Yes, there are challenges and risks. But there is also optimism that whatever is “lost” in message control will be more than made up for by the opportunity to engage in interactive communication with new audiences, in previously unimagined ways. These newly opened doors can provide unique insights into what people really think of foundations and their issues, and have the opportunity to influence the conversation.
By continuing to innovate and share learning across foundations, the field will develop answers to the unanswered questions. As Victor d’Allant of Social Edge said, “We’re learning as we go. There are no experts yet.”
Or, as Rich d’Amato
of Case Foundation said, “Come on in, the water’s fine.”
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